About Street Appeal Detailing
Street Appeal Detailing is a premium car detailing business in Melbourne, owned by Glyn Morgan who also runs a successful Queensland-based detailing firm, Clean Getaway. While Clean Getaway was thriving, Glyn wanted to bring his Melbourne operation up to the same level of performance and lead flow.
He partnered with PixelRush to build a predictable lead generation system using Google Ads, a custom landing page, and a full CRM integration to track lead quality from first click to booked job.
The Challenge
Before working with PixelRush, Street Appeal Detailing faced several obstacles:
- Their existing website was not converting - Despite having a solid reputation, the website was not built for lead generation and was leaking potential customers.
- Previous advertising had minimal impact - The business had run a small amount of ads prior, but without the right infrastructure to convert that traffic into qualified leads.
- No system to separate qualified leads from tyre-kickers - Like many car detailers, they were spending time on enquiries from people who were never going to book a premium service.
The goal was clear: build a system that generates consistent, qualified leads for ceramic coating and paint protection services in Melbourne.
Our Solution
1. Custom High-Converting Landing Page
The existing website was not built for paid traffic, so we designed and built a dedicated landing page optimised specifically for Google Ads conversions. This page featured:
- Strong trust signals including 6+ years in business, 5K+ happy customers, and 140+ five-star Google reviews
- A video showcase demonstrating the quality of their work
- A cost estimate calculator that pre-qualified leads before they submitted their details
- Clear, compelling CTAs driving prospects to request a quote
2. Google Ads Campaign with Latency Management
As the business had only advertised on a small scale previously, we had to navigate the initial 3 to 4 month latency period that comes with building campaign history and training Google's algorithm. During this phase we:
- Focused on high-intent keywords targeting ceramic coating and paint protection in Melbourne
- Continuously refined ad copy and targeting based on early performance data
- Managed expectations while the campaign built momentum toward optimal performance
3. Website Redesign Using Proven Queensland Template
During the latency period, we made the strategic decision to take the look and feel of Glyn's high-performing Queensland business, Clean Getaway, and apply that to the Street Appeal Detailing website. This gave the business the best of both worlds:
- A high-converting landing page capturing paid traffic
- A professionally designed website that reinforced trust for any prospects who navigated beyond the landing page
4. CRM Integration and Lead Quality Tracking
All leads were collected and added into GHL (GoHighLevel). Every lead went through a cost estimate calculator, meaning:
- We could see exactly which leads were qualified prospects versus time-wasters
- Lead quality was visible in real-time, allowing us to optimise campaigns toward higher-value enquiries
- The sales process was streamlined so Glyn's team only spent time on serious prospects
The Results
The campaign delivered strong, measurable results for Street Appeal Detailing:
- 265 total leads generated through Google Ads
- $8,701 total ad spend with efficient budget management
- $19 lowest CPL achieved during peak performance
- $34 average CPL across the campaign
"PixelRush was my 4th attempt at finding a company that could deliver results and I can wholeheartedly say my two businesses have found their home! From the first interaction with Byron, Daniel and their team it all felt easy and straightforward. I was able to empower them to deliver the results they suggested based on the trust they built with us from all the initial conversations we had. It was obvious to us that really knowing our business to its core was important to PixelRush, not only to deliver leads, but to also formulate a marketing strategy that was going to be heading the same direction as our overall business goals. We cannot rate this team highly enough and look forward to working with them long into the future."
Glyn Morgan, Owner of Street Appeal Detailing and Clean Getaway
A Business Decision, Not a Marketing Failure
It is worth noting that Street Appeal Detailing ultimately made the decision to close its doors - not because the marketing was not working, but because Glyn chose to consolidate and focus all energy on his bigger and stronger Queensland business, Clean Getaway. The leads were flowing, the system was proven, and it was a strategic business decision to double down where the greatest opportunity lay.
This case study stands as proof that with the right system in place, even a business entering a competitive market from scratch can generate consistent, qualified leads at an efficient cost.
